Purpose: The purpose of this paper is to analyze the relation between personal values and the principles of Total Quality Management and thus to propose a tentative framework of relationships.

Design/methodology/approach: The paper is conceptual. It reviews some lists of values present in literature; and summarizes them in a more comprehensive list. Then it follows the definitions of these values according to some philosophical models; and the analysis of their implications in the business life in general. Thus; tries to explain the relation between them and the principles of TQM; passing through the two mediating variables passion and trust.

Findings: A model of quality management based on personal values is proposed.

Research limitations: The lack of empirical data that can validate the model; and the lack of specific hypothesis of investigation.

Practical Implications (if possible): Considering the emphasis placed on personal values; the model can have some practical implications in the field of recruitment; promotion; and leadership.

Originality/value: The model fills the gap between personal values and the principles of Total Quality Management; being the first attempt to present a comprehensive model of interactions. A novel framework that can provide a basis for further research into the profound nature of quality management has been proposed. Furthermore; some implications that should be useful for recruiters and managers are discussed.